Summary of Hacking Marketing

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Today’s marketing professionals encounter the same challenges software developers struggled with for years: constant change, rapidly evolving technology and increasing complexity. By necessity, software engineers have become “hackers,” shedding prior conventions to tackle problems and devising solutions through invention and innovation. Digital marketer Scott Brinker makes the case that today’s marketers must co-opt the hacker spirit, and adopt agile and lean management practices to succeed with marketing in the digital environment. The scope of his manual is ambitious and encompasses management practices, innovation, testing, scalability, and more. Throughout, he supports his main theme: Hacking marketing is about adapting successful software development and management processes to modern marketing. Current digital marketers, digital marketers-to-be and those who are simply interested in understanding the profession will readily grasp Brinker’s hybrid software-marketing framework.

About the Author

Scott Brinker, editor of the Chief Marketing Technologist blog, co-founded Ion Interactive, a marketing software firm.

 

Summary

“Hacking Marketing”

For today’s marketers, hacking means applying the spirit of innovative software development to marketing. Though nondigital marketing vehicles – traditional TV, radio and print advertising – still have a role to play, marketing has become a digital profession. The proliferation of digital devices and consumers’ ability to reach the Internet from anywhere have forever changed how people make purchasing decisions. Companies that treat digital marketing as a separate function will be left behind.

“Digital Dynamics”

The five traits that shape digital dynamics are “speed, adaptability, adjacency, scale and precision.” Digital communication happens almost instantaneously. Digital applications, such as websites, prove infinitely adaptable. Changing a website is easy, inexpensive and programmable. “Digital adjacency” enables travel from one website to another with a click. The scalability of content is limited only by the human capacity to process it.

Information about your company, products or services can reach 10 people or 10 million people for about the same cost. Digital...


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